Roku Inc. ROKU, +6.28% shares were up 4% Monday after it announced it has reached an agreement to buy Nielsen Holdings’ NLSN, +3.26% Advanced Video Advertising business, allowing Roku to offer a fully addressable advertising solution for TV programmers. Roku will acquire Nielsen technology that can replace ads in linear feeds with targeted, household-level spots on over-the-top streaming platforms. Additionally, the companies entered a multiyear deal in which data from Roku’s platform will be incorporated into the forthcoming Nielsen One cross-media measurement solution. Financial terms of the deal were not revealed. The sale is expected to close in the second quarter.
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